Ferrero, the maker of Nutella, has achieved great success expanding sales of Kinder in the United States in the last five years, reaching an impressive figure of more than half a billion dollars. Catherine Bertrac, vice president in charge of the brand in North America, revealed in an interview that they are now aiming to turn this business into a $1 billion business.
This success is based on the change in preferences in the tastes of US consumers, who consume more than twice as much chocolate as in Germany, the second most important country according to Euromonitor International. Despite inflation and economic challenges, chocolate remains a relatively affordable treat, and demand remains strong. Bertrac says that the new generation of consumers have different expectations and are looking for different experiences and quality. That is why bringing Kinder to the US market has been a successful strategy, as it offers a unique experience that is different from other brands, such as Hershey.
Ferrero has already introduced its Kinder Joy, Kinder Bueno and Kinder Seasonal product lines to the US market, which have helped increase the brand’s revenue. Furthermore, they are planning to launch Kinder Chocolate in August, which is sure to further boost the growth of the brand. Globally, Ferrero bills around 7,000 million dollars a year, so success in the United States is an important step to reach its goal.
With this strategy of expansion and adaptation to the changing tastes and expectations of consumers, Ferrero has positioned itself as a leader in the chocolate and confectionery industry. Their focus on offering differentiated experiences and quality has been key to their success, and they look forward to continuing to grow both in the United States and in other markets around the world.